US Bank Case Study

 

U.S. Bank Turns Sponsorship Into NBC Sports’ First Ever Cross-Platform Integration

 

US Bank / NBC Sports Video 1U.S. Bank’s entitlement sponsorship of the prominent NBC Sports Desk was already considered a success. But Empower wanted to take this media partnership to an even higher level and provide even more added value to U.S. Bank for its sizable paid media investment.

Taking On-Air Online

Empower’s Media Planning and Buying team worked with NBC to take the Sports Desk online for the first time in an exclusive and multi-platform digital environment. This multi-channel media deal was the first of its kind for NBC Sports and included:

  • A new Sports Desk show on NBCSports.com hosted by top NBC Sports talent, filmed in NBC studios and streamed live twice a week
  • The branded show is available via mobile and online video on demand (VOD)
  • Digital presence established across NBC properties, via a branded video player, pre-roll video, homepage takeovers, VOD and NBC Sports mobile apps
  • Branded URL to communicate to consumers in a quick and easy way via www.NBCSports.com/usbank
Results
  • First ever cross-platform integration for NBC Sports
  • Sponsorship of popular sports programming that U.S. Bank would otherwise not have been able to afford for this particular branding effort, such as NFL programming
The value add negotiations conducted through this sponsorship deal took the media partnership to a whole new level for U.S. Bank and for NBC.
 

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